Corum - Re-positioning the Swiss luxury watch

Re-positioning the Swiss luxury watch brand Corum in Japan

When Corum, a distinctively unique and forward-thinking Swiss watch manufacturer, was looking for a new distributor to strengthen its position in Japan, DKSH was the brand’s first choice. DKSH’s reputation is based on a consistent record of building successful partnerships and Corum appointed DKSH as its distributor last year. An exclusive agreement which entitles DKSH to represent Corum in Japan was signed in July 2008.

Challenge

Corum’s successful repositioning strategy that started in 2005 has earned the brand its reputation as a leading, exclusive watchmaker and has translated into impressive sales growth in various markets. With regard to the demanding Japanese customers and the fierce competitive market environment, to implement Corum’s strategy implied profound local know-how and a clear understanding of the needs of a luxury watch brand.

Approach

In December 2008 the partners welcomed over 150 retailers and journalists at the trendy Aquavit Restaurant in Tokyo to celebrate the brand’s renewal. The event, attended by national celebrities, resulted in wide media coverage and was the starting point of an ongoing promotional campaign.

Results

As a key actor in the Japanese luxury and lifestyle market, DKSH was able to help Corum gain access and expand its position in this exciting field. After having consolidated the new brand image, the strategy succeeded in unlocking the Japanese market and in accelerating sales. Corum's intricately beautiful watches can be found in some of the most prestigious watch boutiques in Japan and on a growing number of Japanese wrists.

Market Expansion Services: brand-repositioning in Japan

DKSH’s in-depth local knowledge of the Japanese luxury market helped Corum successfully boost its brand awareness in Japan’s fiercely competitive watch market.